Mark Miles discussed historic decision at Detroit auto show

January 24, 2016

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Mark Miles, CEO of Hulman & Co. -- whose holdings include the Indianapolis Motor Speedway and IndyCar -- said that the decision to sell a presenting sponsorship to Lebanon, Indiana-based D-A Lubricant for the Indianapolis 500 will not affect how fans feel about the race.

"Honestly, for me it wasn't a big policy decision," Miles told Autoweek during a stop at the North American International Auto Show in Detroit on Friday. "I think previously, internally, there was just a sense -- I'm not sure where it came from -- that we wouldn't go there. But I just don't think that's where the world is for promoters of races, even the Indianapolis 500 mile race.

"We thought about it a lot, and we did decide we wouldn't sell the title (sponsorship). We didn't want it to be the 'Fill-in-the-blank 500' or even the 'Fill-in-the-blank Indianapolis 500.' To us, 'presented by' is a different matter. It's happening on television broadcasts anyway. It happens all over professional sports. I don't think it will change the way we feel to our fans in the end at all."

The deal to call the race the Indianapolis 500 presented by PennGrade Motor Oil, according to a report in the Indianapolis Star, is said to be worth $5 million over three years. D-A Lubricant has a long history with the Indianapolis 500 and the company is also an associate sponsor for Graham Rahal's IndyCar ride.

"It's an amazing story," Miles said. "D-A Lubricant goes back such a long time. It's not just the brands, but it's the people. The president of the company (Gisela Miller) yesterday noted that her father worked for the Indianapolis Motor Speedway for 20 years on the grounds crew, and she's been to 33 races over the last 37 years.

"Tom Binford, who was our long-time chief steward and Indianapolis notable, was president of that company for a long time. When they decided that wanted to launch a consumer product, and they looked at the Speedway and presenting opportunities, it seemed like a great fit. I understand from a marketing perspective and to some fans it's a bit of a departure -- not for professional sports but for the speedway. But we're really comfortable in that we know we're doing business with people who know and appreciate the history and the traditions and the rituals, and they signed up for that."

Mike Pryson
- Mike Pryson covered auto racing for the Jackson (Mich.) Citizen Patriot and M-Live Media Group from 1991 until joining Autoweek as online motorsports editor In 2012. Promoted to motorsports editor in 2015.
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